Australia’s Biggest Online Marketplaces in 2026: Traffic, Market Share, Buyer & Seller Analysis

Australia’s e-commerce market is now worth more than AUD $69 billion annually, and marketplaces account for a large share of that spending. In 2026, online marketplaces are not just shopping websites. They are full retail ecosystems that shape pricing, delivery standards, and seller competition across the country.

This analysis examines:

• The largest online marketplaces in Australia
• Traffic scale and market share positioning
• Category strength by platform
• Buyer comparison across major marketplaces
• Seller fees and margin structure
• Growth trends from 2019 to 2026

The goal is clear: understand the real marketplace landscape, not just a list of names.

2026 Australia’s Biggest Online Marketplace Ranking Overview (Completed Table)

Rank	Marketplace	Est. Monthly Visits	Est. Annual Sales	Category Breadth	Seller Model	Key Strength
1	Amazon Australia	70–80M	$12–15B	Very broad (30+ categories)	Marketplace + FBA	Logistics & scale
2	eBay Australia	30–40M	$8–10B	Broad + resale	Marketplace	Auctions & used goods
3	Temu	25–35M	$2.6B+	General goods	Cross-border supplier	Ultra-low pricing
4	Facebook Marketplace	17M+ users (app reach)	High P2P volume	Resale & local	Peer-to-peer	Zero listing fees
5	Shein	10–15M	~$1B+	Fashion	Direct retail	Low-cost apparel
6	Kogan	10–15M	$600–800M	Electronics + home	Hybrid	Budget pricing
7	The Iconic	8–12M	Strong fashion volume	Fashion	Retail + brands	Premium fashion
8	MyDeal	5–8M	Home-focused	Furniture & home	Marketplace	Bulky goods
9	Woolworths Online	High grocery traffic	Multi-billion grocery	Groceries	Retail + partners	Supermarket dominance
10	Coles Online	High grocery traffic	Multi-billion grocery	Groceries	Retail	Essential goods
11	Big W	High retail traffic	Multi-category retail	General goods	Retail	Everyday pricing
12	Kmart	High retail traffic	Multi-category retail	Essentials	Retail	Low-cost household
13	JB Hi-Fi Online	Strong electronics traffic	Electronics-heavy	Tech & appliances	Retail	Tech leadership
14	Bunnings Online	Strong hardware traffic	Home improvement	Hardware	Retail	DIY & trade focus
15	Gumtree	High classifieds traffic	P2P volume	Resale	Classifieds	Local marketplace
16	Grays	Niche auction traffic	Industrial & surplus	Auctions	Auction model	Surplus goods
17	Ozsale	Fashion & deals traffic	Flash sales	Fashion deals	Retail	Discount fashion
18	Fishpond	Books & general	Cross-category	Books/media	Retail	Long-tail catalog
19	Trade Me (AU presence)	Limited AU traffic	Auction volume	Auctions	Marketplace	Cross-border niche

Now we examine the major platforms in detail.

1. Amazon Australia

Market Scale

• Estimated monthly visits: 70–80 million
• Estimated annual marketplace sales: $12–15 billion
• Estimated Prime members: 3–4 million
• Category coverage: 30+ categories

Amazon is the largest online marketplace in Australia by traffic and transaction volume.

Category Strength

Amazon dominates:

• Electronics
• Home goods
• Beauty
• Books
• Small appliances
• Everyday essentials

It has expanded grocery and pantry categories steadily.

Buyer Experience

Strengths:

• Fast delivery (often 1–3 days in metro areas)
• Structured return process
• Wide product selection
• Consistent interface

Drawbacks:

• Price is not always the lowest
• Marketplace sellers vary in quality
• Counterfeit risk in some categories

Seller Model

Amazon supports third-party sellers through:

• Referral fee structure (typically 6–15%)
• Optional Fulfilled by Amazon (FBA)
• Advertising tools within the platform

Typical cost structure:

• Referral fee: ~10–15%
• FBA fulfilment fee: variable by size/weight
• Storage fees for warehousing

Benefits for sellers:

• National reach
• Logistics handled via FBA
• High buyer trust

Drawbacks for sellers:

• High competition
• Margin pressure
• Dependence on Amazon’s policies
• Ranking algorithm influence

Competitive Position

Amazon leads the Australian marketplace sector due to infrastructure scale, not just brand recognition.

2. eBay Australia

Market Scale

• Estimated monthly visits: 30–40 million
• Estimated annual sales: $8–10 billion
• Operating since 1999 in Australia

Category Strength

eBay performs strongly in:

• Automotive parts
• Refurbished electronics
• Collectibles
• Used goods
• Auctions

It remains the strongest resale-focused structured marketplace.

Buyer Experience

Strengths:

• Wide variety of sellers
• Competitive pricing in used categories
• Auction model for deals

Drawbacks:

• Delivery times vary by seller
• Return policies differ
• Less centralized fulfilment than Amazon

Seller Model

Fee structure:

• Final value fee typically 10–14%
• Listing is generally free up to limits

Benefits:

• Flexible pricing
• Strong automotive segment
• Lower entry barrier than Amazon

Drawbacks:

• Self-managed shipping
• Less integrated logistics
• Intense price competition

Competitive Position

eBay remains highly relevant in the resale and automotive sectors, even as Amazon leads overall volume.

3. Temu

Market Scale

• Estimated Australian buyers: 4–5 million
• Estimated annual sales exceeding $2.6 billion
• Rapid growth over the past two years

Category Strength

Temu is strongest in:

• Low-cost household items
• Accessories
• Entry-level electronics
• Budget fashion

Buyer Experience

Strengths:

• Very low pricing
• Large product selection
• Promotional incentives

Drawbacks:

• Longer delivery times
• Variable product quality
• Cross-border shipping issues

Seller Model

Temu operates mainly on a cross-border supplier model.

For suppliers:

• Platform-controlled pricing influence
• Volume-driven model

Benefits:

• Access to a global buyer base
• Low operating complexity for cross-border sellers

Drawbacks:

• Thin margins
• Heavy reliance on volume
• Pricing pressure

Competitive Position

Temu is the fastest-growing marketplace in Australia, competing primarily on price rather than logistics speed.

4. Facebook Marketplace

Market Scale

• Over 17 million Facebook users in Australia
• Large peer-to-peer transaction volume

Category Strength

Dominates:

• Used furniture
• Vehicles
• Local electronics
• Household goods

Buyer Experience

Strengths:

• No middleman in local deals
• Negotiable pricing
• Community-based selling

Drawbacks:

• No formal buyer protection in many cases
• Risk of scams
• No centralized shipping

Seller Model

• No listing fees for most local transactions
• Direct communication between buyer and seller

Benefits:

• Zero commission
• Immediate local reach

Drawbacks:

• No structured payment system (in many cases)
• Limited logistics support

Competitive Position

Facebook Marketplace is the largest informal resale ecosystem in Australia.

5. Shein

Market Scale

• An estimated 2.5–3 million Australian customers
• Strong traffic in the fashion segment

Category Strength

• Fast fashion
• Budget clothing
• Accessories

Buyer Experience

Strengths:

• Low prices
• Trend-focused catalogue

Drawbacks:

• Delivery delays
• Return complexity
• Sustainability concerns

Seller Model

Primarily operates as a direct retailer rather than open marketplace.

Competitive pressure is focused on pricing.

6. Kogan.com

Market Scale

• Estimated annual revenue: $600–800 million
• Strong domestic brand recognition

Category Strength

• Electronics
• Appliances
• Private-label goods

Buyer Experience

Strengths:

• Competitive pricing
• Domestic brand trust

Drawbacks:

• Smaller range than Amazon
• Delivery speeds vary

Seller Model

Hybrid model with marketplace sellers.

The commission typically ranges around 10–15%.

Competitive Position

Kogan remains one of the largest Australian-owned ecommerce platforms but operates at a smaller scale than global competitors.

7. The Iconic

Market Scale

• Strong fashion traffic
• Premium brand positioning

Category Strength

• Branded apparel
• Footwear
• Accessories

Buyer Experience

Strengths:

• Fast shipping
• Strong return policy
• Recognised brands

Drawbacks:

• Higher pricing than discount platforms

8. Catch.com.au

Market Scale

• Discount-focused marketplace
• Mid-tier traffic volume

Category Strength

• General merchandise
• Flash sales

Buyer Experience

Strengths:

• Promotional pricing
• Deal-driven shopping

Drawbacks:

• Smaller inventory breadth
• High competition from Amazon and Temu

Also Read: 5 Ways AI in Australian Retail is Creating Smarter Customer Experiences

Australia E-commerce Growth: 2019–2026

Year	Online Spend (AUD)	Growth Context
2019	$32B	Pre-pandemic baseline
2020	$50B	Surge period
2022	$62B	Stabilisation
2024	$69B	Steady growth
2026	~$75B+	Expansion phase

Online penetration now accounts for nearly 18–20% of total retail spending.

This growth has strengthened marketplace dominance.

Category Share Across Online Marketplaces

Category	Share of Online Sales	Leading Platforms
Fashion	22–25%	Shein, The Iconic, Amazon
Electronics	18–20%	Amazon, JB Hi-Fi
Home & Furniture	15–18%	Amazon, MyDeal
Groceries	12–15%	Woolworths, Coles
Beauty	8–10%	Amazon
Automotive	5–8%	eBay

Amazon remains the most diversified marketplace by category coverage.

Buyer Comparison: Platform Strength by Experience

Platform	Price Level	Delivery Speed	Category Breadth
Amazon	Medium	Fast	Very broad
Temu	Very low	Slower	Broad
eBay	Variable	Medium	Broad
Shein	Low	Medium	Fashion
Facebook Marketplace	Negotiated	Local pickup	Resale

Buying behaviour in 2026 shows strong price sensitivity, but delivery reliability remains critical.

Seller Fee Comparison (2026)

Platform	Commission Range	Fulfilment Model
Amazon	6–15%	FBA or self
eBay	10–14%	Self
Temu	Supplier-based	Platform
Kogan	10–15%	Self
Facebook Marketplace	0% local	Self

Fee structure influences profit margins heavily.

Marketplace Growth Direction

From 2019 to 2026:

• Amazon strengthened through logistics expansion
• Temu captured price-sensitive segments
• eBay maintained resale dominance
• Local-only marketplaces faced stronger competition

Global platforms are increasing their share of total online retail spend.

Final Positioning of the Australian Marketplace Landscape

In 2026:

• Amazon Australia remains the largest online marketplace
• eBay remains highly relevant in resale and motors
• Temu continues rapid expansion
• Facebook Marketplace dominates informal resale
• Shein leads low-cost fashion
• Kogan competes in electronics

The marketplace ecosystem is not controlled by one model. It is shaped by logistics, pricing strategy, and category focus.

This complete view of traffic, category, buyer experience, seller cost, and growth data reflects the real online marketplace structure in Australia.

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